The Euromonitor International survey showed over half of consumers (54%) claim to know which vitamins to take for their specific health goals.

Karolina Grigorijevaite, team lead for innovation at Euromonitor International, said: ‘Consumers are making behavioural changes now to benefit their future selves. Their goal is to live healthier for longer. According to Euromonitor International Voice of the Consumer: Lifestyles Survey 2024, one in two consumers believe they will be healthier in 2029 than they are now.'

According to forecasts, 12% of global population will be aged 65 or older by 2030, compared with 8% in 2010. Global life expectancy is predicted to increase by four years - from 70.7 years in 2010 to 74.5 years in 2030.  

Grigorijevaite added: ‘The desire for longevity is shaping the wellness choices that consumers are making. This is propelling a bigger shift towards preventative and specialised solutions. Increased consumption of vitamins and supplements is one of the examples recording recent steady growth, with sales expected to hit US$139.9bn (£115.3bn) by 2025. 

‘Consumers are turning to niche remedies that address age-specific concerns such as preventing joint pain, memory issues, skin health and hormonal changes. They are proactively searching for products with proven results to help mitigate or alleviate symptoms throughout their lives. Some 34% of female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024.'